Photos are, by far, the type of Facebook content that draws the most engagement, so surely, brands on the social network focus on them, right? Not so much.

According to a study of 300 brand pages, 150,000 Facebook posts, and 700 million likes by social media agency Pandemic Labs, brands on Facebook instead to post more links, which draw the least engagement.

Pandemic clients include The Ritz-Carlton, DirecTV, and Au Bon Pain.